Laybuy Group Holdings Limited: Business Overview, Financials & Competitive Analysis
Laybuy Group Holdings Limited scores 2/10 on the AskCyborg Cyborg Score (Challenged). Laybuy failed to navigate competitive BNPL dynamics and regulatory headwinds, resulting in insolvency and asset acquisition rather than sustainable growth. Laybuy operated in the rapidly growing BNPL market but faced severe financial distress, entered receivership (June 2025), and was ultimately acquired for asset value by Klarna rather than.
What is Laybuy Group Holdings Limited's industry? Laybuy Group Holdings Limited (laybuy.com) operates in Digital Payments. AskCyborg classifies Laybuy Group Holdings Limited under Digital Payments in its company registry.
Laybuy was founded in 2017 as a Buy-Now-Pay-Later (BNPL) provider offering a platform allowing customers to shop now and receive purchases immediately while paying over time. The company entered receivership after its...
Cyborg Score thesis
Laybuy failed to navigate competitive BNPL dynamics and regulatory headwinds, resulting in insolvency and asset acquisition...
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Get Current Report FreeLaybuy Group Holdings Limited Overview
Pro stress-test →Laybuy was founded in 2017 as a Buy-Now-Pay-Later (BNPL) provider offering a platform allowing customers to shop now and receive purchases immediately while paying over time. The company entered receivership after its search for a new buyer fell flat, with the receivership effective June 17, 2025. Klarna subsequently acquired Laybuy's assets in New Zealand and relaunched the service under the Klarna brand.
Strategic Profile
Pro stress-test →At its peak, Laybuy served over 750,000 active customers across Australia, the UK, and New Zealand. The company raised A$80 million through an IPO on the Australian Stock Exchange in August 2020 at a A$358 million valuation, but saw its share price collapse from A$2 to A$0.03 by 2023, leading to delisting on March 24, 2023. The company ultimately could not sustain operations independently in a competitive BNPL market.
Competitive Landscape
Pro stress-test →Laybuy operated in the fragmented BNPL sector competing against larger, better-capitalized players. Major competitors included Klarna (which ultimately acquired Laybuy's assets), Afterpay, Affirm, and regional players like Zilch, SplitIt, and Sezzle. The market consolidation toward dominant players with stronger unit economics ultimately proved unfavorable for mid-tier entrants like Laybuy.
Industry Context
Laybuy Group Holdings Limited operates in Digital Payments.
Key facts
Founded: 2017 · Headquarters: Auckland, New Zealand